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Tag Heuer adds Giro d’Italia to cycling portfolio

Swiss watch manufacturer Tag Heuer has agreed a long-term deal to sponsor the Giro d’Italia and a host of other Italian cycling races.

Tag Heuer will serve as the official timekeeper of the Giro, which this year runs from May 5-28.

Tag Heuer will also sponsor other events operated by Giro organiser RCS MediaGroup, including the Strade Bianche on March 4, the Tirreno-Adriatico from March 8-14, the Milano-Sanremo on March 18, the Gran Piemonte on June 25, the Milano-Torino on October 4 and the Lombardia on October 7.

Tag Heuer will benefit from brand exposure at all races, while social media initiatives, customer invitations and other unique events will be organised to promote the partnership.

The global agreement complements Tag Heuer’s existing sponsorship of the RCS MediaGroup-organised Dubai Tour and Abu Dhabi Tour events.